TÜKETİCİLERİN MOBİL UYGULAMALARI KULLANMA NİYETİNİ BELİRLEYEN FAKTÖRLER: HEDONİK VE FAYDACI MOTİVASYONLARIN ROLÜ

Yıl 2024, , 201 - 225, 29.11.2024

Adil Bical

https://doi.org/10.47107/inifedergi.1515973

Öz

Mobil uygulamalar, çeşitli görevlerde kolaylık ve verimlilik sunarak tüketicilerin günlük yaşamlarının vazgeçilmez bir parçası haline gelmiştir. Bu uygulamaları kullanmaya yönlendiren tüketici motivasyonlarını anlamak, bu teknolojilerin yaygınlaşma sürecini derinlemesine kavramak için kritik öneme sahiptir. Bu çalışma, tüketicilerin mobil alışveriş uygulamalarını kullanma niyetlerini etkileyen hedonik ve faydacı motivasyonları incelemektedir. Mevcut literatür ışığında, hem işlevsel/faydacı hem de deneyimsel/hedonik yönleri dikkate alarak bu niyetlerin öncüllerini araştıran entegre bir model sunulmaktadır. Hedonik motivasyonlar, tüketicilerin duygusal ve deneyimsel tatminlerini artıran unsurları kapsamakta ve kullanıcıların mobil uygulamaları eğlence, rahatlama veya kişisel zevk için kullanma eğilimlerini içermektedir. Buna karşılık, faydacı motivasyonlar, belirli bir amaca ulaşma veya bir görevi tamamlama ihtiyacını karşılayan işlevsel özelliklere odaklanır ve uygulamaların sunduğu verimlilik, zaman ve maliyet tasarrufu gibi pratik avantajları içermektedir. Yapısal model analizi, algılanan değer ve kullanım niyeti için yüksek R² ve Q² değerleriyle modelin tahmin edici geçerliliğini göstermiştir. Hem hedonik hem de faydacı motivasyonların mobil alışveriş uygulamalarının algılanan değeri ve kullanım niyetinde önemli bir rol oynadığı belirlenmiştir. Ancak, hedonik motivasyonlardan yalnızca indirim alışverişinin algılanan değeri artırdığı, doyum alışverişinin ise bu değişkene anlamlı bir katkı sağlamadığı tespit edilmiştir. Faydacı motivasyonlar arasında ise, sosyal etkileşimden kaçınma dışındaki diğer faktörlerin algılanan değeri olumlu yönde etkilediği görülmüştür. Özellikle kullanım kolaylığı ve tasarruf algısının, faydacı motivasyonlar içinde algılanan değeri önemli ölçüde etkilediği saptanmıştır. Bu bulgular, mobil alışveriş uygulamalarının hâlâ büyük ölçüde işlevsel ve görev odaklı sistemler olarak algılandığını göstermektedir. Sonuç olarak, hedonik ve faydacı motivasyonların kullanıcıların algıları ve kullanım niyetleri üzerindeki etkilerini anlamak, uygulama geliştiricilerine önemli içgörüler sunmaktadır. Geliştiriciler, hem hedonik hem de faydacı motivasyonlara hitap eden özellikler tasarlayarak, kullanıcıların uygulamalara olan bağlılıklarını artırma potansiyeline sahiptir.

Anahtar Kelimeler

mobil alışveriş, mobil alışveriş uygulamaları, hedonik motivasyonlar, faydacı motivasyonlar

Factors Determining Consumers' Intention To Use Mobile Applications: The Role Of Hedonic and Utilitarian Motivations

Öz

Mobile applications have become an integral part of consumers' daily lives by offering convenience and efficiency across various tasks. Understanding the motivations that drive consumers to use these applications is critical for gaining a deeper insight into the diffusion of these technologies. This study examines the hedonic and utilitarian motivations that influence consumers' intentions to use mobile shopping applications. Drawing on the existing literature, an integrated model is proposed that explores the antecedents of these intentions, considering both functional/utilitarian and experiential/hedonic aspects. Hedonic motivations encompass elements that enhance consumers' emotional and experiential satisfaction, leading them to use mobile applications for entertainment, relaxation, or personal pleasure. In contrast, utilitarian motivations focus on functional features that fulfill consumers' needs to achieve specific goals or complete tasks, including practical benefits such as efficiency, time savings, and cost reduction. The structural model analysis demonstrated the predictive validity of the model with high R² and Q² values for perceived value and usage intention. Both hedonic and utilitarian motivations were found to play a significant role in the perceived value and usage intention of mobile shopping applications. However, among hedonic motivations, only discount shopping was found to increase perceived value, while satisfaction shopping did not have a significant impact on this variable. Among utilitarian motivations, all factors except avoidance of social interaction were found to positively influence perceived value. Notably, ease of use and perceived savings were identified as key factors in shaping perceived value within utilitarian motivations. These findings suggest that mobile shopping applications are still largely perceived as functional, task-oriented systems. In conclusion, understanding the impact of hedonic and utilitarian motivations on users' perceptions and usage intentions offers valuable insights for application developers. By designing features that appeal to both hedonic and utilitarian motivations, developers can enhance user engagement and foster greater loyalty to these applications.

Anahtar Kelimeler

mobile shopping, mobile shopping applications, hedonic motivations, utilitarian motivations

Kaynakça

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